Text Features of Hidden Political Advertising ("Jeansa") in Newspaper Texts

The article investigates an urgent problem of Ukrainian information space — hidden political advertising or “jeansa”. Media experts note the rapid growth of commissioned output in Ukrainian media, especially during the election races. Experts in the field of information policy believe that a large amount of political advertising in the non-voting period is caused by the unsettled positions on this issue and offer to solve the problem by making changes in the Electoral Code. The article emphasizes that political “jeansa”, violating the principles of fair journalism, deprives people of the opportunity to receive objective information about political life in the country, and therefore plays into the hands of dishonest and/or populist politicians. That is why the ability to recognize such materials in the media by their characteristic features is an important component of media literacy of Ukrainian mass media consumer, the participant of mass communication process. The aim of the research is to find out the essence of the concept “hidden political advertising” (“jeansa”) and to analyze the types of its manifestations in the newspaper text. Such research methods as selection of hidden advertising texts from newspapers, their analysis, identification of hidden advertising characteristic features, generalization and synthesis are used in the article. The material of the study is the texts of “Newspapers in Ukrainian” Internet version dated for October-December, 2018. The aim of the article is: to clarify the concept of “hidden political advertising”; to analyze the texts of newspaper materials containing hidden political advertising (“jeansa”); to determine the main stylistic features of such texts. The author clarifies the concept of “political advertising”, “hidden political advertising”, “jeansa”, as well as the legal aspects of these phenomena existence in Ukrainian information space. The author outlines the main types of hidden political advertising in the media, particularly in the newspaper discourse, as well as its features. The main types of “jeansa” texts and their stylistic features are characterized